On behalf of US Trust, I led the re-envisioning of their digital presence. Serving the upper echelon community as wealth advisors, the team needed to design an experience for US Trust that captured the attention of young people — but maintain their traditional image as a thought leader in the financial space.
Our World: Introduce prospect to the culture, history, and identity of the US Trust brand.
Why US Trust: Speak to knowledgable, enthusiasts of finance about the key differentiators at US Trust compared to the competition.
Thought Leadership: Offer the website as a resource for individuals, regardless of status, the opportunity to learn from the experience of the brand.
Part of the ask was to consider how users would be introduced to the new website. We considered social media, viral content, and organic search as key drivers into the website -- where each entry point would provide differentiting content.
This was an example of pages designed to elevate key, differentiating services US Trust offered over their competitors.
Every experience begins with foundational creative inspiration. For this engagement we used high-quality magazine imagery and publication styles to influence how the layout and typographic treatment would be portrayed.